WINDSOR bull AMHERSTBURG bull ESSEX bull KINGSVILLE bull LAKESHORE bull LASALLE bull LEAMINGTON bull PELEE ISLAND bull TECUMSEH

REV3 05152020

RESPOND RESTART amp RECOVER PLAN

visitwindsoressexcom

2

VISION amp MISSION

BOARD OF DIRECTORS

VISIONWindsor Essex Pelee Island will be a top of mind regional tourism destination in Ontario offering authentic and diverse visitor experiences

CORE FUNCTIONSThe core functions in building a united tourism industry are

1 Product Program amp Destination Development

2 Industry Partnership amp Engagement

3 Marketing amp Communications

Chair

Mayor Nelson Santos Town of Kingsville

Interim Vice-Chair

Danielle Stuebing Director of Community Outreach Services Essex Region Conservation Authority

Secretary-Treasurer

Gordon Orr Chief Executive Officer Tourism Windsor Essex Pelee Island

non-voting member

Gordon OrrChief Executive Officer

gorrtourismwindsoressexcom

For more information please contact our leadership team

Lynnette BainVP Destination Development

lbaintourismwindsoressexcom

Jason TonerDirector of Marketing amp Communications

jtonertourismwindsoressexcom

MEMBERS

Mayor Drew Dilkens | City of Windsor

Warden Gary McNamara | County of Essex

Mayor Ray Durocher | Township of Pelee

Deputy Mayor Crystal Meloche | Town of LaSalle

Councillor Jo-Anne Gignac | City of Windsor

Natalie Lepine | Director Resort and Hotel Sales

Caesars Windsor

Tom OrsquoBrien | Owner Cooperrsquos Hawk Vineyards

Chris Savard | General Manager Devonshire Mall

MISSION We are the leading tourism industry collaborative committed to enhancing the regionrsquos economy and quality of life through

bull Supporting destination development and industry operators

bull Actively facilitating partner engagement

bull Effectively marketing our destination

COVID-19 Recovery Plan | 3

Gordon OrrChief Executive Officer Tourism Windsor Essex Pelee Island

MESSAGE FROM OUR CEO

Tourism Partner

On March 16th we tossed our Board approved Destination Development Strategy and Marketing Plan into the garbage and soon recognized we had to come up with a new playbook

The challenge of course was then and is now that we donrsquot know what the other side of this pandemic will look like and we donrsquot know when to implement a new plan as it depends on the public health crisis measures being implemented and new protocols going forward

The tourism landscape will be different post COVID-19 The financial hardships the industry has endured is real and many businesses have pivoted to different business models to survive and reinvent themselves as this global pandemic continues The losses and sacrifices are many A recent TIAO survey suggests that 8 of tourism and hospitality businesses might close permanently

Even though there is a lot we donrsquot know what we do know is that we will be ready when our industry opens We know this based on the recovery plan outlined in this document I know we will be ready as this plan was a collaborative effort vetted by a total of 75 people from a number of our stakeholder groups Tourism Marketing Advisory Committee Leamington Chamber of Commerce Barrels Bottles and Brews Trail partners Golf Course partners Attractions Working Group EPIC Wine Growers Association Hotelier stakeholders and our Regional Tourism Committee and approved by our Board of Directors It is a living and fluid recovery plan based on three stages - RESPOND RESTART and RECOVER

At the time of this writing (May 15th) we are still very much in the respond stage and we will pivot the plan as needed and as where the industry takes us but we have developed a solid framework to carry us through until the end of this year

If there is one thing I know it is the resolve of this industry The passion and commitment of the industry from small business to big signature attractions and everything in between is nothing short of inspirational and gives my team of tourism professionals that I have the privilege to work with everyday the focus to work within a united tourism industry determined to help market and develop the Windsor Essex region as a top of mind destination

The resolve I speak of is proven as I have seen it before - whether it was 9-11 in 2001 SARS in 2003 or the Great Recession in 200809 I have had a front row seat to witness the industry I have the honour and privilege to serve and lead bounce back despite various challenges each crisis has brought

The collaboration and resilience amongst our partners and stakeholders is truly impressive

That is why I know YQGStandsStrong when we stand together

Stay well Stay strong

4

LOCALS AND VISITORS

bull Closures and cancellations

bull Local health measures put in place

bull Small business partner campaigns

STAKEHOLDERS

bull Industry relevant links

bull Webinars and education opportunities

bull Business resources for adapting and rebounding from COVID-19

The website is updated daily with new information and stakeholder education pieces and reference data as it is received or sourced by our staff

CUSTOM CONTENT

Custom Content was created to create engagement with our stakeholders and shared across our social media platforms including

bull lsquoDYK About These DIYrsquosrsquo highlighting door-to-door delivery of craft amp food kits that people can be entertained with at home all supporting local small businesses

bull Downloadable YQG Bingo cards for use in your home online when walking your neighbourhood or when driving across Windsor Essex

EMAIL MARKETING

Tourism Windsor Essex has been remained in contact with our engaged stakeholders by providing weekly updates via email including messages from our CEO or marketing opportunity updates to our stakeholder database of 1600+ members

We are currently seeing an average open rate of 34 for these emails compared to our yearly average of 28

COVID-19 HUB

On Sunday March 15th Tourism Windsor Essex launched our information hub for COVID-19 at visitwindsoressexcomcovid19 and promoted on social media as a one-stop destination for visitors locals and stakeholders for information relating to COVID-19 including

HOW WE RESPONDED

2

VISION amp MISSION

BOARD OF DIRECTORS

VISIONWindsor Essex Pelee Island will be a top of mind regional tourism destination in Ontario offering authentic and diverse visitor experiences

CORE FUNCTIONSThe core functions in building a united tourism industry are

1 Product Program amp Destination Development

2 Industry Partnership amp Engagement

3 Marketing amp Communications

Chair

Mayor Nelson Santos Town of Kingsville

Interim Vice-Chair

Danielle Stuebing Director of Community Outreach Services Essex Region Conservation Authority

Secretary-Treasurer

Gordon Orr Chief Executive Officer Tourism Windsor Essex Pelee Island

non-voting member

Gordon OrrChief Executive Officer

gorrtourismwindsoressexcom

For more information please contact our leadership team

Lynnette BainVP Destination Development

lbaintourismwindsoressexcom

Jason TonerDirector of Marketing amp Communications

jtonertourismwindsoressexcom

MEMBERS

Mayor Drew Dilkens | City of Windsor

Warden Gary McNamara | County of Essex

Mayor Ray Durocher | Township of Pelee

Deputy Mayor Crystal Meloche | Town of LaSalle

Councillor Jo-Anne Gignac | City of Windsor

Natalie Lepine | Director Resort and Hotel Sales

Caesars Windsor

Tom OrsquoBrien | Owner Cooperrsquos Hawk Vineyards

Chris Savard | General Manager Devonshire Mall

MISSION We are the leading tourism industry collaborative committed to enhancing the regionrsquos economy and quality of life through

bull Supporting destination development and industry operators

bull Actively facilitating partner engagement

bull Effectively marketing our destination

COVID-19 Recovery Plan | 3

Gordon OrrChief Executive Officer Tourism Windsor Essex Pelee Island

MESSAGE FROM OUR CEO

Tourism Partner

On March 16th we tossed our Board approved Destination Development Strategy and Marketing Plan into the garbage and soon recognized we had to come up with a new playbook

The challenge of course was then and is now that we donrsquot know what the other side of this pandemic will look like and we donrsquot know when to implement a new plan as it depends on the public health crisis measures being implemented and new protocols going forward

The tourism landscape will be different post COVID-19 The financial hardships the industry has endured is real and many businesses have pivoted to different business models to survive and reinvent themselves as this global pandemic continues The losses and sacrifices are many A recent TIAO survey suggests that 8 of tourism and hospitality businesses might close permanently

Even though there is a lot we donrsquot know what we do know is that we will be ready when our industry opens We know this based on the recovery plan outlined in this document I know we will be ready as this plan was a collaborative effort vetted by a total of 75 people from a number of our stakeholder groups Tourism Marketing Advisory Committee Leamington Chamber of Commerce Barrels Bottles and Brews Trail partners Golf Course partners Attractions Working Group EPIC Wine Growers Association Hotelier stakeholders and our Regional Tourism Committee and approved by our Board of Directors It is a living and fluid recovery plan based on three stages - RESPOND RESTART and RECOVER

At the time of this writing (May 15th) we are still very much in the respond stage and we will pivot the plan as needed and as where the industry takes us but we have developed a solid framework to carry us through until the end of this year

If there is one thing I know it is the resolve of this industry The passion and commitment of the industry from small business to big signature attractions and everything in between is nothing short of inspirational and gives my team of tourism professionals that I have the privilege to work with everyday the focus to work within a united tourism industry determined to help market and develop the Windsor Essex region as a top of mind destination

The resolve I speak of is proven as I have seen it before - whether it was 9-11 in 2001 SARS in 2003 or the Great Recession in 200809 I have had a front row seat to witness the industry I have the honour and privilege to serve and lead bounce back despite various challenges each crisis has brought

The collaboration and resilience amongst our partners and stakeholders is truly impressive

That is why I know YQGStandsStrong when we stand together

Stay well Stay strong

4

LOCALS AND VISITORS

bull Closures and cancellations

bull Local health measures put in place

bull Small business partner campaigns

STAKEHOLDERS

bull Industry relevant links

bull Webinars and education opportunities

bull Business resources for adapting and rebounding from COVID-19

The website is updated daily with new information and stakeholder education pieces and reference data as it is received or sourced by our staff

CUSTOM CONTENT

Custom Content was created to create engagement with our stakeholders and shared across our social media platforms including

bull lsquoDYK About These DIYrsquosrsquo highlighting door-to-door delivery of craft amp food kits that people can be entertained with at home all supporting local small businesses

bull Downloadable YQG Bingo cards for use in your home online when walking your neighbourhood or when driving across Windsor Essex

EMAIL MARKETING

Tourism Windsor Essex has been remained in contact with our engaged stakeholders by providing weekly updates via email including messages from our CEO or marketing opportunity updates to our stakeholder database of 1600+ members

We are currently seeing an average open rate of 34 for these emails compared to our yearly average of 28

COVID-19 HUB

On Sunday March 15th Tourism Windsor Essex launched our information hub for COVID-19 at visitwindsoressexcomcovid19 and promoted on social media as a one-stop destination for visitors locals and stakeholders for information relating to COVID-19 including

HOW WE RESPONDED

COVID-19 Recovery Plan | 3

Gordon OrrChief Executive Officer Tourism Windsor Essex Pelee Island

MESSAGE FROM OUR CEO

Tourism Partner

On March 16th we tossed our Board approved Destination Development Strategy and Marketing Plan into the garbage and soon recognized we had to come up with a new playbook

The challenge of course was then and is now that we donrsquot know what the other side of this pandemic will look like and we donrsquot know when to implement a new plan as it depends on the public health crisis measures being implemented and new protocols going forward

The tourism landscape will be different post COVID-19 The financial hardships the industry has endured is real and many businesses have pivoted to different business models to survive and reinvent themselves as this global pandemic continues The losses and sacrifices are many A recent TIAO survey suggests that 8 of tourism and hospitality businesses might close permanently

Even though there is a lot we donrsquot know what we do know is that we will be ready when our industry opens We know this based on the recovery plan outlined in this document I know we will be ready as this plan was a collaborative effort vetted by a total of 75 people from a number of our stakeholder groups Tourism Marketing Advisory Committee Leamington Chamber of Commerce Barrels Bottles and Brews Trail partners Golf Course partners Attractions Working Group EPIC Wine Growers Association Hotelier stakeholders and our Regional Tourism Committee and approved by our Board of Directors It is a living and fluid recovery plan based on three stages - RESPOND RESTART and RECOVER

At the time of this writing (May 15th) we are still very much in the respond stage and we will pivot the plan as needed and as where the industry takes us but we have developed a solid framework to carry us through until the end of this year

If there is one thing I know it is the resolve of this industry The passion and commitment of the industry from small business to big signature attractions and everything in between is nothing short of inspirational and gives my team of tourism professionals that I have the privilege to work with everyday the focus to work within a united tourism industry determined to help market and develop the Windsor Essex region as a top of mind destination

The resolve I speak of is proven as I have seen it before - whether it was 9-11 in 2001 SARS in 2003 or the Great Recession in 200809 I have had a front row seat to witness the industry I have the honour and privilege to serve and lead bounce back despite various challenges each crisis has brought

The collaboration and resilience amongst our partners and stakeholders is truly impressive

That is why I know YQGStandsStrong when we stand together

Stay well Stay strong

4

LOCALS AND VISITORS

bull Closures and cancellations

bull Local health measures put in place

bull Small business partner campaigns

STAKEHOLDERS

bull Industry relevant links

bull Webinars and education opportunities

bull Business resources for adapting and rebounding from COVID-19

The website is updated daily with new information and stakeholder education pieces and reference data as it is received or sourced by our staff

CUSTOM CONTENT

Custom Content was created to create engagement with our stakeholders and shared across our social media platforms including

bull lsquoDYK About These DIYrsquosrsquo highlighting door-to-door delivery of craft amp food kits that people can be entertained with at home all supporting local small businesses

bull Downloadable YQG Bingo cards for use in your home online when walking your neighbourhood or when driving across Windsor Essex

EMAIL MARKETING

Tourism Windsor Essex has been remained in contact with our engaged stakeholders by providing weekly updates via email including messages from our CEO or marketing opportunity updates to our stakeholder database of 1600+ members

We are currently seeing an average open rate of 34 for these emails compared to our yearly average of 28

COVID-19 HUB

On Sunday March 15th Tourism Windsor Essex launched our information hub for COVID-19 at visitwindsoressexcomcovid19 and promoted on social media as a one-stop destination for visitors locals and stakeholders for information relating to COVID-19 including

HOW WE RESPONDED

4

LOCALS AND VISITORS

bull Closures and cancellations

bull Local health measures put in place

bull Small business partner campaigns

STAKEHOLDERS

bull Industry relevant links

bull Webinars and education opportunities

bull Business resources for adapting and rebounding from COVID-19

The website is updated daily with new information and stakeholder education pieces and reference data as it is received or sourced by our staff

CUSTOM CONTENT

Custom Content was created to create engagement with our stakeholders and shared across our social media platforms including

bull lsquoDYK About These DIYrsquosrsquo highlighting door-to-door delivery of craft amp food kits that people can be entertained with at home all supporting local small businesses

bull Downloadable YQG Bingo cards for use in your home online when walking your neighbourhood or when driving across Windsor Essex

EMAIL MARKETING

Tourism Windsor Essex has been remained in contact with our engaged stakeholders by providing weekly updates via email including messages from our CEO or marketing opportunity updates to our stakeholder database of 1600+ members

We are currently seeing an average open rate of 34 for these emails compared to our yearly average of 28

COVID-19 HUB

On Sunday March 15th Tourism Windsor Essex launched our information hub for COVID-19 at visitwindsoressexcomcovid19 and promoted on social media as a one-stop destination for visitors locals and stakeholders for information relating to COVID-19 including

HOW WE RESPONDED

COVID-19 Recovery Plan | 5

YQGSTANDSSTRONG CAMPAIGN

bull On March 24th we launched YQGStandsStrong as a community collaborative to share good news stories and photos on social media using YQGStandsStrong

bull A logo was designed and launched across all digital platforms

bull Campaign was launched in conjunction with the following community partners

SMALL BUSINESS PARTNER CAMPAIGNS View the campaign

Take Out Tuesday

Launched on March 24th TakeOutTuesday - promoting take out and delivery food orders every Tuesday linking to our dining guide created for COVID-19

Wine Order Wednesday

Launched on March 30th WineOrderWednesday ndash in conjunction with the EPIC Winegrowers Association promoting local winery purchases linking to our winery guide created for COVID-19

Fill Up Friday

Launched on April 6th FillUpFriday ndash in conjunction with our Barrels Bottles amp Brews producers promoting brewery and distillery deliveries linking to our brewery and distillery guide created for COVID-19

HOW WE RESPONDED

YQG HEADER

OUR PROUD PARTNERS

6

INDUSTRY IMPACT

Between April 22nd and April 27th the Tourism Industry Association conducted a survey In RTO 1 which Tourism Windsor Essex is part of the following data was captured

AS OF APRIL 27TH 2020

bull 60 of businesses have temporarily closed

bull 43 have laid off staff

bull 45 have reduced their services

bull Many businesses have applied for funding including

bull 48 have applied for CERB

bull 32 have applied for the 75 wage subsidy

bull 37 have applied for the $40k government loan

bull 6 will not be able to open for the summer tourism season

LOOKING FORWARD TO THE NEXT THREE MONTHS MAY THROUGH JULY

bull 27 may not be able to pay their rent or mortgage

bull 51 would continue to stay closed temporarily until social distancing is lifted

bull 43 would lay off staff or keep staff in a lay off position

bull 38 are worried they will be unable to open for the summer season

bull 28 are worried they may not be able to pay staff wages

bull 8 may have to close their business permanently

WHEN SOCIAL DISTANCING IS LIFTED

bull 57 of businesses will be able to open immediately once barriers are lifted with 86 of the industry ready within 3 weeks

Source TIAO (as of April 27th 2020)

Businesses That Have Remained Open

40 Currently Open

60 Closed Temporarily

Businesses That Have Laid Off Staff

57 No Staff Laid Off

43 Laid Off Staff

Businesses That May Close Permanently

92 Stay Open

8 May Close Permanently

Will Be Able To Reopen Their Business Immediately Once Distancing Measures

are Lifted

57 Will Open Immediately

43 Will Take 3+ Weeks To Be Open

COVID-19 Recovery Plan | 7

BEVERAGE PRODUCERS

bull 62 of wineries face losses due to bad debt from licensee closures or inability to pay

bull 85 of our wineries have laid off staff

bull 92 of our wineries have required financial assistant from the government to keep their winery business viable

bull In March 2020 Barrels Bottles amp Brews producers saw a 70-75 decrease in sales

bull In April 2020 many wineries and Barrels Bottles amp Brews producers increased online sales and started at-home deliveries to supplement absence in licensee sales

HOTEL OCCUPANCY RATES

bull Occupancy rate down 2723 vs March 2019

bull Occupancy rate down 4257 vs April 2019

bull Revenue Per Room down $3339 vs March 2019

bull Revenue Per Room down $5747 vs April 2019

bull 7 hotels in Windsor Essex have closed temporarily

Source STR

FESTIVALS amp EVENTS

bull 52 of respondents (206 festivals and events) indicate having already made the decision to postpone or cancel their 2020 festival or event

bull 107 have cancelled

bull 99 have postponed

bull 53 have modified to be a virtual or digital event

Source FEO

HOSPITALITY

bull Sales down 30-90 in March for restaurants hotels and motels

bull Sales down 70-100 in April for restaurants hotels and motels

Source ORHMA

DATA SOURCES

CONFERENCES amp MEETINGS

bull 49 of associations are somewhat or very concerned about the financial viability of their association

bull 58 cancelled or delayed their conferences

bull 34 cancelled or delayed their AGM

bull 21 cancelled or delayed their tradeshow

Source CSAE

TOURS amp GROUPS

bull 53 of tour bus operators have lost more than 75 of their business to date

bull 42 of attraction operators have lost more than 75 of their business to date

bull 60 of attraction operators feel their business will drop over 75 in the next two months

Source Ontario OMCA

SPORTS

bull 12 large-scale tournaments canceled

bull Anticipated volume of 7500+ participants

INDUSTRY IMPACT

8

DESTINATION DEVELOPMENT UPDATE

bull Industry research and impact assessment of COVID-19 on the overall landscape of Windsor Essex

bull Halt of in person visitor services in market research new strategies for digital and kiosk visitor services

bull Reassess plans for fundamental product development for remainder of 2020

bull Develop stakeholder outreach plan utilize CRM iDSS for maintaining any new contacts and data

bull Assist stakeholders in pivoting business models for operations during COVID-19

bull Plan for new operational protocols to assist stakeholders in becoming market-ready for when distancing restrictions are lifted

bull Participate in consumer insight research with Provincial RTOrsquos

bull Facilitate stakeholder outreach virtual meetings to gather industry data and feedback on recovery plan

bull Communicate and work with key stakeholders to implement new operating protocols and ensure market readiness

bull Armed with new knowledge of post COVID-19 operating protocols and traveler insights resume experience development including the Italian Heritage Experience

bull Continue planning for enhanced Culinary strategy workshop in partnership with the Tourism Industry Association of Canada and Culinary Tourism Alliance

bull BIA and Chamber of Commerce consultation to advance the engagement of more main street hubs and districts

bull Develop protocols to re-open visitor services implement safety protocols introduce chat bots for website online chat capabilities grow inventory of Tourism Information Points across stakeholder locations for distribution of publications

bull Bring together tourism attraction partners to develop working group for development of a Windsor Essex attractions pass

bull Identify FeastON ready restaurant operators to collaborate in new free membership with the Culinary Tourism Alliance to strengthen the local food movement which has grown during the COVID-19 pandemic

bull Windsor Pizza Club launch

bull ldquoElevating Canadian Experiencesrsquorsquo workshop execution

bull Execute long term visitor services strategy

bull Workshops and educational webinars relevant to the current business climate

bull Development of new experiences for our programs

bull Launch of new Windsor Essex attractions pass for sale as a digital passport

bull Develop Local Food route of market ready local food experiences (curated menus) at FeastON partners with an emphasis on local beverage producers artisans and small scale farmers to connect consumers with our local terroir and flavours

RES

PO

ND

RES

TAR

TR

ECO

VER

COVID-19 Recovery Plan | 9

MARKETING amp COMMUNICATIONS UPDATE

bull Pause all paid marketing

bull Engage in support of promoting essential services education opportunities small businesses public services and stakeholder offerings currently available for public consumption

bull Pivot social media to keep locals engaged

bull Engage in a regional message with Ontario Southwest and their lsquoSee You Down The Roadrsquo social media campaign to engage with travel dreamers

bull Release the 5th Annual Best of Windsor Essex Awards winners

bull Significant local marketing campaign (and 3 hour drive market)

bull Campaign in coordination with Destinations Ontario

bull Focus on STAYcation through hyper-local campaigns with integration of MyTrip digital itineraries with a heightened profile on outdoor adventure activities (golf boating on the water adventures cycling)

bull Release the 20202021 Official Visitor Guide

bull Video campaigns utilizing new videos for Wineries Barrels Bottles amp Brews Trail Outdoor Adventure and WE Heart Local

bull Complimentary marketing opportunities through

bull Influencer campaigns and inclusion in upcoming itineraries

bull Social media branding

bull Local media in-kind co-op marketing campaigns

bull Online contests

bull Resume InfluencerTravel Writer campaigns in partnership with Ontario Southwest

bull Focus on Road Trip aspects through campaigns with integration of MyTrip digital itineraries

bull Tie in campaign with the Culinary Tourism Alliance TasteOfOntarioRoadTrip campaign

bull Complimentary marketing opportunities through

bull Local media co-op campaigns

bull Email marketing database

bull visitwindsoressexcom digital ads

RES

PO

ND

RES

TAR

TR

ECO

VER

10

2020 MARKETING FOCUS

MICHIGAN

ONTARIO

OHIOILLINOIS

Niagara Falls

Hamilton

Pittsburgh

Toronto

Kitchener

SarniaLondon

Chatham

Hamilton

Grand Rapids

Cincinnati

ColumbusIndianapolis

160 KM

320 KM

320 KM

483 KM

Ottawa

Chicago

Detroit

Toledo

windsor essex

483 KM

RESPOND RESTART RECOVER

2020 PUBLICATIONS

bull The 2020-2021 Official Visitor Guide has been printed and will be released during the market Restart period featuring a media and PR push including enhanced promotion of the digital edition available at visitwindsoressexcom

bull We will utilize the remaining inventory of the 20192020 Wine Route Map for summer and fall 2020 A reenvisioned Visitor Services map including the Wine Route and Barrels Bottles and Brews Route will be released in early 2021

bull The Birding Guide has been reimagined as a year long publication that will encompass both birding seasons the Festival of the Birds and the Festival of Hawks and be of interest to birders still planning to explore the region safely

COVID-19 Recovery Plan | 7

BEVERAGE PRODUCERS

bull 62 of wineries face losses due to bad debt from licensee closures or inability to pay

bull 85 of our wineries have laid off staff

bull 92 of our wineries have required financial assistant from the government to keep their winery business viable

bull In March 2020 Barrels Bottles amp Brews producers saw a 70-75 decrease in sales

bull In April 2020 many wineries and Barrels Bottles amp Brews producers increased online sales and started at-home deliveries to supplement absence in licensee sales

HOTEL OCCUPANCY RATES

bull Occupancy rate down 2723 vs March 2019

bull Occupancy rate down 4257 vs April 2019

bull Revenue Per Room down $3339 vs March 2019

bull Revenue Per Room down $5747 vs April 2019

bull 7 hotels in Windsor Essex have closed temporarily

Source STR

FESTIVALS amp EVENTS

bull 52 of respondents (206 festivals and events) indicate having already made the decision to postpone or cancel their 2020 festival or event

bull 107 have cancelled

bull 99 have postponed

bull 53 have modified to be a virtual or digital event

Source FEO

HOSPITALITY

bull Sales down 30-90 in March for restaurants hotels and motels

bull Sales down 70-100 in April for restaurants hotels and motels

Source ORHMA

DATA SOURCES

CONFERENCES amp MEETINGS

bull 49 of associations are somewhat or very concerned about the financial viability of their association

bull 58 cancelled or delayed their conferences

bull 34 cancelled or delayed their AGM

bull 21 cancelled or delayed their tradeshow

Source CSAE

TOURS amp GROUPS

bull 53 of tour bus operators have lost more than 75 of their business to date

bull 42 of attraction operators have lost more than 75 of their business to date

bull 60 of attraction operators feel their business will drop over 75 in the next two months

Source Ontario OMCA

SPORTS

bull 12 large-scale tournaments canceled

bull Anticipated volume of 7500+ participants

INDUSTRY IMPACT

8

DESTINATION DEVELOPMENT UPDATE

bull Industry research and impact assessment of COVID-19 on the overall landscape of Windsor Essex

bull Halt of in person visitor services in market research new strategies for digital and kiosk visitor services

bull Reassess plans for fundamental product development for remainder of 2020

bull Develop stakeholder outreach plan utilize CRM iDSS for maintaining any new contacts and data

bull Assist stakeholders in pivoting business models for operations during COVID-19

bull Plan for new operational protocols to assist stakeholders in becoming market-ready for when distancing restrictions are lifted

bull Participate in consumer insight research with Provincial RTOrsquos

bull Facilitate stakeholder outreach virtual meetings to gather industry data and feedback on recovery plan

bull Communicate and work with key stakeholders to implement new operating protocols and ensure market readiness

bull Armed with new knowledge of post COVID-19 operating protocols and traveler insights resume experience development including the Italian Heritage Experience

bull Continue planning for enhanced Culinary strategy workshop in partnership with the Tourism Industry Association of Canada and Culinary Tourism Alliance

bull BIA and Chamber of Commerce consultation to advance the engagement of more main street hubs and districts

bull Develop protocols to re-open visitor services implement safety protocols introduce chat bots for website online chat capabilities grow inventory of Tourism Information Points across stakeholder locations for distribution of publications

bull Bring together tourism attraction partners to develop working group for development of a Windsor Essex attractions pass

bull Identify FeastON ready restaurant operators to collaborate in new free membership with the Culinary Tourism Alliance to strengthen the local food movement which has grown during the COVID-19 pandemic

bull Windsor Pizza Club launch

bull ldquoElevating Canadian Experiencesrsquorsquo workshop execution

bull Execute long term visitor services strategy

bull Workshops and educational webinars relevant to the current business climate

bull Development of new experiences for our programs

bull Launch of new Windsor Essex attractions pass for sale as a digital passport

bull Develop Local Food route of market ready local food experiences (curated menus) at FeastON partners with an emphasis on local beverage producers artisans and small scale farmers to connect consumers with our local terroir and flavours

RES

PO

ND

RES

TAR

TR

ECO

VER

COVID-19 Recovery Plan | 9

MARKETING amp COMMUNICATIONS UPDATE

bull Pause all paid marketing

bull Engage in support of promoting essential services education opportunities small businesses public services and stakeholder offerings currently available for public consumption

bull Pivot social media to keep locals engaged

bull Engage in a regional message with Ontario Southwest and their lsquoSee You Down The Roadrsquo social media campaign to engage with travel dreamers

bull Release the 5th Annual Best of Windsor Essex Awards winners

bull Significant local marketing campaign (and 3 hour drive market)

bull Campaign in coordination with Destinations Ontario

bull Focus on STAYcation through hyper-local campaigns with integration of MyTrip digital itineraries with a heightened profile on outdoor adventure activities (golf boating on the water adventures cycling)

bull Release the 20202021 Official Visitor Guide

bull Video campaigns utilizing new videos for Wineries Barrels Bottles amp Brews Trail Outdoor Adventure and WE Heart Local

bull Complimentary marketing opportunities through

bull Influencer campaigns and inclusion in upcoming itineraries

bull Social media branding

bull Local media in-kind co-op marketing campaigns

bull Online contests

bull Resume InfluencerTravel Writer campaigns in partnership with Ontario Southwest

bull Focus on Road Trip aspects through campaigns with integration of MyTrip digital itineraries

bull Tie in campaign with the Culinary Tourism Alliance TasteOfOntarioRoadTrip campaign

bull Complimentary marketing opportunities through

bull Local media co-op campaigns

bull Email marketing database

bull visitwindsoressexcom digital ads

RES

PO

ND

RES

TAR

TR

ECO

VER

10

2020 MARKETING FOCUS

MICHIGAN

ONTARIO

OHIOILLINOIS

Niagara Falls

Hamilton

Pittsburgh

Toronto

Kitchener

SarniaLondon

Chatham

Hamilton

Grand Rapids

Cincinnati

ColumbusIndianapolis

160 KM

320 KM

320 KM

483 KM

Ottawa

Chicago

Detroit

Toledo

windsor essex

483 KM

RESPOND RESTART RECOVER

2020 PUBLICATIONS

bull The 2020-2021 Official Visitor Guide has been printed and will be released during the market Restart period featuring a media and PR push including enhanced promotion of the digital edition available at visitwindsoressexcom

bull We will utilize the remaining inventory of the 20192020 Wine Route Map for summer and fall 2020 A reenvisioned Visitor Services map including the Wine Route and Barrels Bottles and Brews Route will be released in early 2021

bull The Birding Guide has been reimagined as a year long publication that will encompass both birding seasons the Festival of the Birds and the Festival of Hawks and be of interest to birders still planning to explore the region safely

8

DESTINATION DEVELOPMENT UPDATE

bull Industry research and impact assessment of COVID-19 on the overall landscape of Windsor Essex

bull Halt of in person visitor services in market research new strategies for digital and kiosk visitor services

bull Reassess plans for fundamental product development for remainder of 2020

bull Develop stakeholder outreach plan utilize CRM iDSS for maintaining any new contacts and data

bull Assist stakeholders in pivoting business models for operations during COVID-19

bull Plan for new operational protocols to assist stakeholders in becoming market-ready for when distancing restrictions are lifted

bull Participate in consumer insight research with Provincial RTOrsquos

bull Facilitate stakeholder outreach virtual meetings to gather industry data and feedback on recovery plan

bull Communicate and work with key stakeholders to implement new operating protocols and ensure market readiness

bull Armed with new knowledge of post COVID-19 operating protocols and traveler insights resume experience development including the Italian Heritage Experience

bull Continue planning for enhanced Culinary strategy workshop in partnership with the Tourism Industry Association of Canada and Culinary Tourism Alliance

bull BIA and Chamber of Commerce consultation to advance the engagement of more main street hubs and districts

bull Develop protocols to re-open visitor services implement safety protocols introduce chat bots for website online chat capabilities grow inventory of Tourism Information Points across stakeholder locations for distribution of publications

bull Bring together tourism attraction partners to develop working group for development of a Windsor Essex attractions pass

bull Identify FeastON ready restaurant operators to collaborate in new free membership with the Culinary Tourism Alliance to strengthen the local food movement which has grown during the COVID-19 pandemic

bull Windsor Pizza Club launch

bull ldquoElevating Canadian Experiencesrsquorsquo workshop execution

bull Execute long term visitor services strategy

bull Workshops and educational webinars relevant to the current business climate

bull Development of new experiences for our programs

bull Launch of new Windsor Essex attractions pass for sale as a digital passport

bull Develop Local Food route of market ready local food experiences (curated menus) at FeastON partners with an emphasis on local beverage producers artisans and small scale farmers to connect consumers with our local terroir and flavours

RES

PO

ND

RES

TAR

TR

ECO

VER

COVID-19 Recovery Plan | 9

MARKETING amp COMMUNICATIONS UPDATE

bull Pause all paid marketing

bull Engage in support of promoting essential services education opportunities small businesses public services and stakeholder offerings currently available for public consumption

bull Pivot social media to keep locals engaged

bull Engage in a regional message with Ontario Southwest and their lsquoSee You Down The Roadrsquo social media campaign to engage with travel dreamers

bull Release the 5th Annual Best of Windsor Essex Awards winners

bull Significant local marketing campaign (and 3 hour drive market)

bull Campaign in coordination with Destinations Ontario

bull Focus on STAYcation through hyper-local campaigns with integration of MyTrip digital itineraries with a heightened profile on outdoor adventure activities (golf boating on the water adventures cycling)

bull Release the 20202021 Official Visitor Guide

bull Video campaigns utilizing new videos for Wineries Barrels Bottles amp Brews Trail Outdoor Adventure and WE Heart Local

bull Complimentary marketing opportunities through

bull Influencer campaigns and inclusion in upcoming itineraries

bull Social media branding

bull Local media in-kind co-op marketing campaigns

bull Online contests

bull Resume InfluencerTravel Writer campaigns in partnership with Ontario Southwest

bull Focus on Road Trip aspects through campaigns with integration of MyTrip digital itineraries

bull Tie in campaign with the Culinary Tourism Alliance TasteOfOntarioRoadTrip campaign

bull Complimentary marketing opportunities through

bull Local media co-op campaigns

bull Email marketing database

bull visitwindsoressexcom digital ads

RES

PO

ND

RES

TAR

TR

ECO

VER

10

2020 MARKETING FOCUS

MICHIGAN

ONTARIO

OHIOILLINOIS

Niagara Falls

Hamilton

Pittsburgh

Toronto

Kitchener

SarniaLondon

Chatham

Hamilton

Grand Rapids

Cincinnati

ColumbusIndianapolis

160 KM

320 KM

320 KM

483 KM

Ottawa

Chicago

Detroit

Toledo

windsor essex

483 KM

RESPOND RESTART RECOVER

2020 PUBLICATIONS

bull The 2020-2021 Official Visitor Guide has been printed and will be released during the market Restart period featuring a media and PR push including enhanced promotion of the digital edition available at visitwindsoressexcom

bull We will utilize the remaining inventory of the 20192020 Wine Route Map for summer and fall 2020 A reenvisioned Visitor Services map including the Wine Route and Barrels Bottles and Brews Route will be released in early 2021

bull The Birding Guide has been reimagined as a year long publication that will encompass both birding seasons the Festival of the Birds and the Festival of Hawks and be of interest to birders still planning to explore the region safely

COVID-19 Recovery Plan | 9

MARKETING amp COMMUNICATIONS UPDATE

bull Pause all paid marketing

bull Engage in support of promoting essential services education opportunities small businesses public services and stakeholder offerings currently available for public consumption

bull Pivot social media to keep locals engaged

bull Engage in a regional message with Ontario Southwest and their lsquoSee You Down The Roadrsquo social media campaign to engage with travel dreamers

bull Release the 5th Annual Best of Windsor Essex Awards winners

bull Significant local marketing campaign (and 3 hour drive market)

bull Campaign in coordination with Destinations Ontario

bull Focus on STAYcation through hyper-local campaigns with integration of MyTrip digital itineraries with a heightened profile on outdoor adventure activities (golf boating on the water adventures cycling)

bull Release the 20202021 Official Visitor Guide

bull Video campaigns utilizing new videos for Wineries Barrels Bottles amp Brews Trail Outdoor Adventure and WE Heart Local

bull Complimentary marketing opportunities through

bull Influencer campaigns and inclusion in upcoming itineraries

bull Social media branding

bull Local media in-kind co-op marketing campaigns

bull Online contests

bull Resume InfluencerTravel Writer campaigns in partnership with Ontario Southwest

bull Focus on Road Trip aspects through campaigns with integration of MyTrip digital itineraries

bull Tie in campaign with the Culinary Tourism Alliance TasteOfOntarioRoadTrip campaign

bull Complimentary marketing opportunities through

bull Local media co-op campaigns

bull Email marketing database

bull visitwindsoressexcom digital ads

RES

PO

ND

RES

TAR

TR

ECO

VER

10

2020 MARKETING FOCUS

MICHIGAN

ONTARIO

OHIOILLINOIS

Niagara Falls

Hamilton

Pittsburgh

Toronto

Kitchener

SarniaLondon

Chatham

Hamilton

Grand Rapids

Cincinnati

ColumbusIndianapolis

160 KM

320 KM

320 KM

483 KM

Ottawa

Chicago

Detroit

Toledo

windsor essex

483 KM

RESPOND RESTART RECOVER

2020 PUBLICATIONS

bull The 2020-2021 Official Visitor Guide has been printed and will be released during the market Restart period featuring a media and PR push including enhanced promotion of the digital edition available at visitwindsoressexcom

bull We will utilize the remaining inventory of the 20192020 Wine Route Map for summer and fall 2020 A reenvisioned Visitor Services map including the Wine Route and Barrels Bottles and Brews Route will be released in early 2021

bull The Birding Guide has been reimagined as a year long publication that will encompass both birding seasons the Festival of the Birds and the Festival of Hawks and be of interest to birders still planning to explore the region safely

10

2020 MARKETING FOCUS

MICHIGAN

ONTARIO

OHIOILLINOIS

Niagara Falls

Hamilton

Pittsburgh

Toronto

Kitchener

SarniaLondon

Chatham

Hamilton

Grand Rapids

Cincinnati

ColumbusIndianapolis

160 KM

320 KM

320 KM

483 KM

Ottawa

Chicago

Detroit

Toledo

windsor essex

483 KM

RESPOND RESTART RECOVER

2020 PUBLICATIONS

bull The 2020-2021 Official Visitor Guide has been printed and will be released during the market Restart period featuring a media and PR push including enhanced promotion of the digital edition available at visitwindsoressexcom

bull We will utilize the remaining inventory of the 20192020 Wine Route Map for summer and fall 2020 A reenvisioned Visitor Services map including the Wine Route and Barrels Bottles and Brews Route will be released in early 2021

bull The Birding Guide has been reimagined as a year long publication that will encompass both birding seasons the Festival of the Birds and the Festival of Hawks and be of interest to birders still planning to explore the region safely

COVID-19 Recovery Plan | 11

CAMPAIGN CONCEPTS

bull In partnership with Destination Ontario

bull Targeting Ontario

bull Content driven campaign based on iconic and high profile attractions

bull Targeting locals and Kitchener Waterloo South

bull Relaunch of yqgfortheholidaysca event guide promoting events attractions and holiday markets

bull Relaunch of WE Made It Gift Guide profiling locally owned businesses and gift ideas

bull Hotel campaign featuring yqghoildaysca microsite focusing on hotel packages encouraging overnight visitation for friends and family

bull Targeting locals

bull Focus on food and drink

bull Partnership with 8 local pizzerias

bull Profiling world famous Windsor-style pizza

bull Targeting Toronto South (3-4 hour drive)

bull Focus on day and overnight road trip itineraries featuring unique attractions and buyable experiences

bull Itinerary creation using MyTrip software

bull Package sales opportunities

bull Targeting Mellow Vacationers Connected Explorers and Family Memory Builders

bull Align with Culinary Tourism Alliance TasteOfOntarioRoadTrip campaign

bull In partnership with Windsor-Essex Regional Chamber of Commerce

bull Awareness and traffic driver for retail businesses and shopping districts

bull Targeting locals and London South

bull Focus on in-your-own backyard experiences available through day and weekend itineraries

bull Itinerary creation using MyTrip software

bull Package sales opportunities

bull Targeting Up amp Coming Explorers Youthful Socializers amp Nature Lovers

holiday e v e n t g u i d e

20 19w

i n d s o r e s s e

x

win

dsor essex

ONTARIOSPIRIT

HOLIDAY GUIDEWINDSOR PIZZA CLUB

ROAD TRIPS

SHOP YQG

SHOP YQG

STAYCATION

RES

TAR

TR

ECO

VER

12

PARTNERSHIPS

CONSUMER SHOWS

Tourism Windsor Essex plans to exhibit at the following events to engage with both in-market and out-of-town visitors

bull Staycation Expo - date TBD

bull ETSY Made In Windsor Event - Saturday September 26th

bull Windsor-Essex Small Business Centre Shop Local Show - October 2020

bull Sarnia Fusion - November 13th and 14th

bull WE Made It Holiday Market Series - November 2020 - January 2021

NETWORKING EVENTS

bull The Staycation Expo originally scheduled for April 24th at Devonshire Mall has been postponed Complimentary opportunity for exhibiting will be extended to new partners at that time

bull The 2020 Premier Tourism Golf Tournament has been cancelled

bull The Holiday Social is scheduled for December 8th at Willistead Manor

CONVENTIONS MEETINGS amp GROUPS

We will continue to work with our stakeholder partners to target key clients at industry events including

bull The Canadian Meeting and Event Expo August 17th amp 18th in Toronto ndash featuring up to 5000 event planning professionals In partnership with Caesars Windsor and Farhi Holdings Corporation

bull MPI The Event (date TBD) in Toronto ndash featuring 300 clientele from Meetings Planners International (MPI) In partnership with Caesars Windsor

bull OMCA Marketplace November 7th ndash 11th in Niagara Falls ndash featuring 1-on-1 meetings up with to 65 tour bus operators planning to visit the region In partnership with Caesars Windsor

COVID-19 Recovery Plan | 13

PARTNERSHIPS

YQGStandsStrong and we have and look forward to continuing to engage with International National Provincial and Local groups as we RESPOND RESTART and RECOVER Their participation and engagement with the development and marketing of our destination will be paramount in the success of our industry moving forward

INTERNATIONAL amp NATIONAL

PROVINCIAL

REGIONAL

MUNICIPAL

infotourismwindsoressexcomvisitwindsoressexcomPhone 5192556530

Toll Free 18002653633

WINDSOR bull AMHERSTBURG bull ESSEX bull KINGSVILLE bull LAKESHORE bull LASALLE bull LEAMINGTON bull PELEE ISLAND bull TECUMSEH

COVID-19 Recovery Plan | 13

PARTNERSHIPS

YQGStandsStrong and we have and look forward to continuing to engage with International National Provincial and Local groups as we RESPOND RESTART and RECOVER Their participation and engagement with the development and marketing of our destination will be paramount in the success of our industry moving forward

INTERNATIONAL amp NATIONAL

PROVINCIAL

REGIONAL

MUNICIPAL

infotourismwindsoressexcomvisitwindsoressexcomPhone 5192556530

Toll Free 18002653633

WINDSOR bull AMHERSTBURG bull ESSEX bull KINGSVILLE bull LAKESHORE bull LASALLE bull LEAMINGTON bull PELEE ISLAND bull TECUMSEH

infotourismwindsoressexcomvisitwindsoressexcomPhone 5192556530

Toll Free 18002653633

WINDSOR bull AMHERSTBURG bull ESSEX bull KINGSVILLE bull LAKESHORE bull LASALLE bull LEAMINGTON bull PELEE ISLAND bull TECUMSEH